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February 2025 - February 2026
Detailed observation of presented data
Consulting stands out in Facebook Ads benchmarks for click-through rate: throughout 2025, CTR across all countries consistently sat above the global market and built steady momentum into Q4. The year opened modestly, softened mid-year, and then climbed to a December high before an extraordinary spike in January 2026. Movements were also choppier than the all-industry baseline, with bigger month-to-month swings and a wider Q4 lift.
This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks. This analysis explores ad performance trends for Consulting across all countries compared to the global benchmark.
CTR for Consulting began 2025 at 2.05% in January and ended the year at 3.33% in December, a 62% rise across the year. The 2025 average landed at 2.61%, with monthly medians ranging from a low of 2.05% (January) to a peak of 3.33% (December). Notable crests included April at 3.08% and November at 3.26%. The most dramatic movement came after the year-end: January 2026 posted a 16.60% median CTR, an exceptional single-month surge relative to the prior range.
Month-to-month volatility in 2025 averaged 0.33 points, reflecting frequent and sometimes sharp shifts: a strong kick from January to February (+0.55), a larger lift into April (+0.76), and a four-month climb from August through December. Including the January 2026 spike, the 13-month average sits at 3.69%; excluding it, the 2025 rhythm centers on that 2.61% mean.
The global baseline told a gentler story. Across 2025, all industries averaged 1.84% CTR and moved within a narrower band (1.65% in February to 2.10% in December). Baseline volatility averaged 0.07 points monthly—roughly one-fifth the amplitude seen in Consulting.
The Consulting series opened steady in Q1 2025 (2.05%–2.60%), surged in April (3.08%), and eased through early summer (June–August hovered around 2.16%–2.23%). Momentum rebuilt in early fall and accelerated into Q4, with a clean uptrend from August to December and a Q4 average of 3.11%. The baseline showed a mild Q4 uptick as well, but with a tighter range and smaller moves.
Seasonally, this positions Consulting as a category that gains traction late in the year, with softer midsummer engagement and pronounced end-of-year lift—patterns that align with broader platform dynamics, though amplified here.
Across 2025, Consulting stayed above market every month, averaging 42% higher CTR than the all-industry global benchmark (2.61% vs. 1.84%). The gap was narrowest in July (+15%) and widest in April (+81%). Q4 widened the lead: Consulting averaged 3.11% vs. the global 2.02% (+54%). In trend terms, Consulting climbed 62% from January to December, while the global series rose 24% (1.69% in Q1 to 2.10% in December).
Volatility was also a differentiator. Consulting’s average monthly swing of 0.33 points outpaced the global benchmark’s 0.07, signaling a more dynamic CTR performance pattern. January 2026 marked an extreme divergence: 16.60% vs. a 2.08% global median.
In sum, Facebook Ads CTR performance for the Consulting industry across all countries outpaced the global benchmark through 2025, with stronger late-year lift, wider month-to-month swings, and an extraordinary January 2026 spike. Understanding Facebook Ads click-through-rate benchmarks for Consulting across all countries helps teams anchor category performance and compare against global CTR trends alongside broader CPC trends and CPM analysis.
Insights & analysis of Facebook advertising costs
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the Facebook ad. In the Consulting industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. Different campaign objectives lead to varying costs based on how Facebook optimizes for your specific goals. Why we use median instead of average We use the median CTR because the underlying distribution of click-through rates is highly skewed, with a small share of campaigns achieving extremely high CTRs. These outliers can inflate a simple average, making it less representative of what most advertisers actually experience. By using the median—which sits at the midpoint of all campaigns—we provide a more rigorous and realistic benchmark that reflects the true underlying data model and helps you set attainable performance expectations. The data shown represents median values across multiple campaigns, and individual results may vary based on ad quality, audience targeting, and campaign optimization.
We use the median CTR because the underlying distribution of click-through rates is highly skewed, with a small share of campaigns achieving extremely high CTRs. These outliers can inflate a simple average, making it less representative of what most advertisers actually experience. By using the median—which sits at the midpoint of all campaigns—we provide a more rigorous and realistic benchmark that reflects the true underlying data model and helps you set attainable performance expectations.
Note: This data represents industry median values and benchmarks. Your actual costs may vary based on specific targeting, ad creative quality, and campaign optimization.
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CTR (Click-Through Rate) is the percentage of people who click your ad after seeing it. It's calculated by dividing total clicks by total impressions, then multiplying by 100. A high CTR indicates your ad resonates with your audience and helps improve your relevance score, which can lower your overall costs.
The average Facebook ad CTR across industries sits around 0.90-1.10%. But there's significant variation. Your specific industry, audience targeting, and campaign objectives should determine your benchmark.
Low CTR usually stems from poor audience targeting, weak creative, or a disconnect between your ad content and audience needs. Your ad might simply not be standingo out enough. Check if your visuals grab attention, your copy addresses clear pain points, and your audience targeting aligns with people genuinely interested in your offer.
Yes—but only in context. High CTR is a signal that your creative works, but it doesn't guarantee conversions. Use it alongside other metrics like conversion rate to get the full picture.
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